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Digital transformation and marketing: a systematic and thematic literature review

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Bibliographic Details
Main Authors: Marco, Cioppi, Ilaria, Curina, Barbara, Francioni
Format: Book
Language:English
Published: Springer 2023
Subjects:
DT
thematic literature review
Online Access:https://link.springer.com/article/10.1007/s43039-023-00067-2
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435
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spelling oai:localhost:PNK-84352023-05-11T01:44:00Z Digital transformation and marketing: a systematic and thematic literature review Marco, Cioppi Ilaria, Curina Barbara, Francioni DT thematic literature review CC BY This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. 2023-05-11T01:44:00Z 2023-05-11T01:44:00Z 2023 Book https://link.springer.com/article/10.1007/s43039-023-00067-2 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435 en application/pdf Springer
institution Digital Phenikaa
collection Digital Phenikaa
language English
topic DT
thematic literature review
spellingShingle DT
thematic literature review
Marco, Cioppi
Ilaria, Curina
Barbara, Francioni
Digital transformation and marketing: a systematic and thematic literature review
description CC BY
format Book
author Marco, Cioppi
Ilaria, Curina
Barbara, Francioni
author_facet Marco, Cioppi
Ilaria, Curina
Barbara, Francioni
author_sort Marco, Cioppi
title Digital transformation and marketing: a systematic and thematic literature review
title_short Digital transformation and marketing: a systematic and thematic literature review
title_full Digital transformation and marketing: a systematic and thematic literature review
title_fullStr Digital transformation and marketing: a systematic and thematic literature review
title_full_unstemmed Digital transformation and marketing: a systematic and thematic literature review
title_sort digital transformation and marketing: a systematic and thematic literature review
publisher Springer
publishDate 2023
url https://link.springer.com/article/10.1007/s43039-023-00067-2
https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435
_version_ 1765626990721761280
score 8.8894005

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